Motor City Casino Hotel

Digital Marketing StrategyBy: Kelsey Burgess

What’s at stakeGOALS: To increase overall

sales and profit To enhance internet

presence To promote the

luxurious atmosphere

To further interact with current and potential consumers

Promote Club Metro Rewards Program

Challenges: Intense competition

with other Detroit casinos

-Competition includes MGM and Greektown

The entertainment industry is always changing and expanding

-Must keep up with digital strategy as changes are made

The People:The target audience for Motor City seems to be men and women over the age of 21 who are trendy and enjoy luxury and entertainment. They crave quality and indulge in exciting and chic experiences.

Theme:

A million miles away, right down the street

Motor City prides itself on being a getaway location without really

getting away. The ad below is one of a series of promotional ads that highlight what you can be doing with your time just a short drive

away.

Digital Marketing Strategy

Website Improvements-Incorporation of blog

Internet Marketing-Google AdWords-Facebook Ads

Social Media Marketing-Facebook-Twitter-YouTube

Website: Currently aesthetically pleasing Effectively displays links to social

media

Adding a blog to the site would reach a broad audience and provide direct feedback

Introducing campaigns such

as Facebook Ads & Google

AdWords will provide for immediate results, allow for

clear direction to the website, and create large exposure to a broad audience.

Keywords:o Motor City

Hotel in Detroit, Michigan

o Detroit Hotelso Gaming Hotelso Downtown

Detroito Luxury Gaming

SOCIAL

MEDIA

Continue to frequently interact with followers

Facebook: Update cover photo More descriptive “about” sectionTwitter: Increase promotional tweets Tweet more about company changes and eventsYouTube: Create more engaging videos Hold interviews with management as well as current

club members

Measuring Our Success:Facebook Ads & Google AdWords

Facebooko Likes/Commentso Shares/Mentions Twittero Mentions, Re-tweets, Followers

YouTubeo Video views/commentso Top video listsBlogo Comments/feedback, blogger ratings

Budget:

More allocated during seasonal peak (May-September)

Google AdWords

Facebook AdsUpkeep of

social media sites

Any promotional activities

$60,000